Published by Sue Johns-Chapman
Published Date 27.07.2026 
From brand to growth engine: By introducing a new generic search strategy, 3F increased membership applications by 18.6%, reduced non-brand CPA by 68%, and significantly boosted visibility, all on a lower budget.
In the highly competitive trade union market, 3F, Denmark’s largest trade union, had long relied on Paid Search as a stable, brand-focused channel. It was a brand harvesting strategy that provided security but had reached a natural ceiling for growth.
We wanted to challenge that. The ambition was not merely to protect existing demand, but to actively generate new interest in membership by reaching workers earlier in their decision-making process. Through a bold strategic shift, a restructured account setup, and highly targeted messaging, we transformed search from a passive capture channel into a proactive growth engine.
From brand focus to generic search intent
Together with 3F, we executed a strategic shift from heavy brand-focused demand capture to broader, generic search queries.
Instead of waiting for users to search directly for “3F”, we built a setup designed to reach workers earlier in their decision-making journey, when they are searching for job security, workplace support, membership benefits, or considering switching trade unions.
To support this shift, we restructured the account according to Hagakure principles and combined Broad Match and Exact Match with Google’s Smart Bidding. This created a simpler and more scalable setup.
To maintain efficiency within a broader targeting strategy, we also introduced tailored automation scripts that reduced keyword overlap and automatically paused expensive, low-performing search terms.
We paired the broader search strategy with sharper messaging. Using synthetic audience models, we developed segmented communication tailored to different age groups and motivation profiles. For older audiences, the messaging focused on security and stability in working life, while for younger audiences it placed greater emphasis on tangible benefits and immediate value.
A strategic trade-off for growth
The strategic shift involved a deliberate trade-off: the broader and colder search traffic led to a 20.7% decline in CTR and a 28.5% drop in conversion rate, but in return it unlocked significantly greater volume.
The number of membership applications from Search and Performance Max increased by 18.6%, while the total campaign budget was reduced compared to the previous year.
Most importantly, non-branded search was transformed into a far more efficient channel for member acquisition: CPA for non-brand traffic fell by 68%, while non-brand searches increased significantly.
At the same time, impressions increased by 94% and clicks by 54.5%, showing that 3F became significantly better at moving beyond simply capturing existing demand and instead actively creating new growth.
Gorm Envision & 3F were shortlisted at the European Search Awards 2026 in & Best Global PPC Campaign Large and Best Use of Search – Third Sector/Not For Profit.
